fr.euronews.com
Temu's Rapid Growth in Europe: Success and Challenges
In one year, Temu, a Chinese e-commerce platform, has achieved 93.7 million average monthly active users in the EU (April 1, 2024 - October 31, 2024), representing over one-third of its global users in Q2 2025, due to low prices, strategic marketing, and gamified shopping.
- What is the primary reason for Temu's explosive growth in the European market?
- Temu's success stems from its business model, connecting consumers directly with manufacturers, resulting in significantly lower prices. Further, its personalized feeds, push notifications, and daily deals create a gamified shopping experience, boosting engagement and attracting new users.
- What challenges does Temu face in the European market, and how might these affect its future growth?
- Temu faces EU scrutiny regarding the sale of illegal products and allegations of abusive labor practices. A proposed EU levy of €2 on packages under €150 from outside the EU could also impact its low-price strategy and future profitability. Increased enforcement of these regulations could impact user trust and sales.
- How has Temu's marketing strategy contributed to its European success, and what specific tactics were used?
- Temu employed aggressive, country-tailored advertising campaigns across social media, emphasizing low prices (consumers reported average savings of 24% in 2024). Gamified features like daily check-ins and team purchases increased user engagement and repeat purchases, reducing reliance on advertising spending.
Cognitive Concepts
Framing Bias
The article presents a balanced view of Temu's success in Europe, acknowledging both its rapid growth and controversies surrounding illegal products and labor practices. However, the positive aspects, such as Temu's marketing strategies and low prices, are presented more extensively and with more positive language than the negative aspects. The positive quotes from Gonzalo Brujó, a seemingly unbiased expert, are given significant weight.
Language Bias
While the article strives for neutrality, certain word choices subtly favor Temu's success. For example, describing Temu's marketing as "aggressive" could be perceived negatively, while "fulgurant" (brilliant) is used to describe Temu's growth. The repeated use of positive quotes from Gonzalo Brujó also influences the overall tone. Suggesting alternative words like "energetic" instead of "aggressive" and replacing "fulgurant" with a more neutral term like "rapid" would enhance objectivity.
Bias by Omission
The article omits potential counterarguments to Temu's claims of rigorous product safety checks. While Temu cites partnerships with reputable testing companies, independent verification of these claims is not included. The article also lacks deeper exploration of the specific types of illegal products sold on the platform and the extent of their impact. The space constraints may be a contributing factor to these omissions.
False Dichotomy
The article doesn't present a false dichotomy, but it could benefit from exploring the complexities of Temu's business model. For example, the low prices could be examined more deeply, considering the implications for workers and potential environmental impact.
Sustainable Development Goals
Temu's low prices, while benefiting consumers, may negatively impact local businesses and potentially contribute to economic inequality. The success of Temu could also exacerbate existing inequalities if it relies on practices that do not align with fair labor standards. The proposed EU tax on low-value packages could counter some of these negative impacts by leveling the playing field for European businesses.